Waoo: Donate Your Data [image]

Credits & Description:

Agency: Uncle Grey
Brand: Waoo
Country: Denmark
Advertising Agency: Uncle Grey, Copenhagen
Entrant Company: Uncle Grey, Copenhagen
Media Agency: Uncle Grey, Copenhagen
Pr Agency: Uncle Grey, Copenhagen
Production Company: Indie Village Creative, Johannesburg
Junior Creative: Mathias Nielsen (Uncle Grey)
Programmatic Media And Data Lead: Per Bang Jensen (Xaxis)
Technology Director: Will Munhoz (Wm Creative Labs)
Art Director: Carl Angelo (Uncle Grey)
Coo: Jesper Møller (Unclegrey)
Creative Media Lead: Rasmus Mikkelsen (Beon)
Project Manager: Signe Bek (Unclegrey)
Creative Director: Thomas Ilum (Unclegrey)
Client Service Director: Charlotte Porsager (Uncle Grey)
Media Agency Lead: Claus Dahl Andersen (Mec)
Chief Strategy Officer / Head Of Digital: Lars Samuelsen (Uncle Grey)
Senior Art Director: Lukas Lund (Uncle Grey)
Dop: Dale Love-Ballantine (Indie Village Creative)
Executive Creative Director: Jimmy Blom (Uncle Grey)
Website URL: http://www.donateyourdata.info
Application URL: https://chrome.google.com/webs...
Synopsis:
Situation.As part of the repositioning of Danish Internet provider WAOO, a campaign was launched with the ambition of letting people realize the full potential of the Internet. The ambition is to activate this platform with one clever initiative after another, proving that an Internet supplier can actually make a positive contribution not only to Internet provision, but how it impacts on the world.Brief To establish WAOO, a seemingly innocuous but reliable Internet service provider, as a company that drives the evolution and technical possibilities of the Internet as well as best in class Internet provision. Not by talking but by doing.ObjectivesTo drive brand preference in a saturated and undifferentiated market, by establishing WAOO as the most progressive Internet provider, enabling people to reach and realize the full potential of the Internet.
Strategy:
By creating the WAOO donate your data plug-in; Waoo was able to start building their reputation as a brand that is wholly committed to realising the full potential of the Internet. A positioning that stands in stark contrast to the price driven equity of their competitors. This is one of the first initiatives from Waoo that aims to build their brand through innovation that actively helps progress the evolution of the Internet, not just provide a faster bitrate.
Campaign Description:
A branded browser plug-in that turns the sale profits of your browsing data into a charitable donation.Wouldn’t it be nice if all your Internet surfing did something good? Well now it can. Big data companies already monitor your online behaviour and they sell this data to make big bucks. The Donate Your Data browser plug-in puts you in charge of who benefits from your data, a charity of your choice. It’s as simple as that.
Execution:
The WAOO plug-in collates high quality browsing data, which is sold to a trusted partner Xaxis, the worlds largest data company. And all of the profit is donated automatically to a charity of your choice, Donate Your Data doesn’t gather any personal information nor does it increase advertising exposure. There really is no catch. You can indeed watch your cute animal videos and do good at the same time. The campaign for the plug in was launched with a seeded video and spread across social media.
Outcome:
In the first days of launch it reached: 66 Countries1,1 mio social timelinesand 10% of people watching the launch film are now active data donors.